Travellers today have endless options at their fingertips, making the travel industry hotter than ever before, and highlighting the need for travel agencies to build meaningful connections that go beyond a single booking.
Enter lifecycle marketing automation. A powerful tool that enables travel agents to deliver personalised, timely communications throughout every stage of the customer journey. With the right strategies and technology in place, these campaigns can transform casual travellers into loyal brand advocates who book time and time again.
In this blog post, we’ll explore the power of combining marketing automation with lifecycle campaigns to help travel agents not only boost new business, but maintain happy, long-term customers.
Welcome series to turn interest into long-term engagement
When a potential customer first signs up to a travel agency’s communications or even makes their first booking, a welcome series sets the tone for a positive, long-lasting relationship.
This series can provide a warm welcome to the travel agency’s brand, outline their unique services, and offer something valuable to encourage immediate booking or further engagement, such as a discount or a downloadable travel guide.
>A welcome campaign can consist of a one-off email, but if the travel agency has lots to say, this can be broken into a series of emails, focusing on different elements, for example:
- Begin with the essential information such as top destinations or packages, contact details, and social media links.
- This can be followed by more in-depth travel guides and information based on the recipient’s preferences.
- Finish with happy customer reviews and a strong call to action to book, potentially with a discount or incentive.
Abandoned booking reminders to reignite interest
Not every traveller will complete their booking on the first attempt, after all when it comes to booking a trip there’s lots of research to be done.
If a potential traveller browses a travel agency’s website or begins an enquiry but doesn’t follow through, an automated follow-up email can help reignite their interest.
Sending a personalised message within 24 hours that references the destination or travel dates they were exploring is the perfect way to check and build loyalty in when a traveller is already highly engaged. Travel agents should address as many of the blockers that the recipient could be experiencing, such as incorporating similar trips or packages, contact information, or positive testimonials.
Additionally, adding a subtle sense of urgency such as limited time availability could be the nudge the traveller needs to complete their booking.
Pre-trip campaigns to build anticipation and upsell
Pre-travel emails can include helpful resources such as destination-specific tips, packing checklists, or reviews from the specific destination. These emails can also promote add-on services, such as tours or airport transfers, which makes the booking more convenient for the recipient whilst also boosting revenue.
These emails are a great way to keep in touch in the lull between booking and travel, which is an easy win for boosting loyalty, but still an opportunity often missed by travel agencies.
During trip check-ins to show you care
Similarly, using date-based automation to reach out to travellers during their trip is a simple yet powerful way to show that a travel agency cares about the customer’s experience.
Sending an email during the trip to ask how things are going is a friendly way to keep in touch, whilst also ensuring that any issues are dealt with before the traveller heads to a public review site.
Travel agencies should include a direct contact for help, which will offer further reassurance. These emails can also include last-minute recommendations to further improve their trip, such as date-based local events or attractions near their accommodation.
With marketing automation, these gestures are simple to execute, but leave a positive lasting impression.
Post-trip feedback and referral requests
Instead, sending a post-trip email is the perfect way to gather feedback, say “thanks!” for booking, and encourage repeat business.
These follow-ups can include surveys or star ratings to gain insight into their experience. A positive rating could lead directly to public review platforms, whilst a negative rating could direct to a support page for private feedback.
A positive rating can also trigger the introduction of a referral programme, rewarding customers for recommending the travel agency’s services to friends and family. This approach not only keeps customers engaged but also helps travel agencies boost their customer base with similar travellers.
Lapsed customer campaign to re-engage
With marketing automation, travel agency marketers can identify those who haven’t booked with them in a set period of time, and trigger a personalised “We Miss You” email to grab their attention. These emails can include popular destinations or packages that are tailored to their previous bookings or browsing habits.
Adding little personal touches, such as referencing past trips or including exclusive deals, can make the communication feel more genuine and help to build the relationship back up.
Loyalty programmes to keep them coming back for more
For instance, regularly updating customers on their points balance and available rewards keeps the programme front-of-mind. And exclusive offers, such as early access to sales or free upgrades, make members feel valued.
Travel agencies can even celebrate milestones with dynamic, personalised messages, such as recognising their third booking with a bonus reward. These communications reinforce the benefits of staying loyal to the travel agency, giving the customer a reason to book with the brand over and over again.
Next steps
We specialise in empowering travel agents with cutting-edge marketing automation tools to build stronger customer relationships and grow their business.
Get in touch today to discover how Deployteq can transform your marketing efforts.
